15th March 2016

Telemetry; what can digital marketing learn from elite, high performance sport?

By Bijan White, Chief Digital Officer - EMEA

Bijan White

Bijan White

Chief Digital Officer - EMEA

EMEA Chief Digital Officer Bijan White talks us through how advertisers can take advantage of the vast amount of data being generated every minute in this edition of The Change Briefing.

What’s changed?

Every day, we generate 2.5 quintillion bytes of data according to IBM. The big change is that 90% of the historical data in the world today has been created in the last 24 months. Data is being generated in real-time from all around us: our Social Media interactions, sensors used to gather climate information, our Web browsing and online actions, digital pictures and videos, purchase transaction and ecommerce records, mobile GPS location signals to name just a small number of sources.

  • In the 18 seconds it has taken to start the paragraph, 403662 GB of data has been created on the Internet alone through consumers on Facebook, Amazon, iTunes, App Store, Twitter, Snapchat, WhatsApp, Netflix, YouTube, Skype, Google Search and Instagram

What this change means:

For the business community this means there is unprecedented access to data. In Marketing and Media, we have an opportunity now to use the zettabytes and yottabytes of data being generated by existing and new consumers to improve our insights, and to follow that with enhanced audience targeting. Of course, many industry sectors are already capitalizing on data to deliver better performance. In elite, high performance sport such as Formula 1 motor racing and America’s Cup sailing where winning is achieved via fine margins and small incremental improvements in performance, the winning teams are very dependent on real-time data for optimizing performance.

You will see the pit lanes of F1 racing teams rammed full of connected laptops analyzing data from the cars on the racetrack. This is telemetry and we can apply the same approach to Media.

Let’s define telemetry and Telemetry Media. Telemetry is the highly automated communications process by which measurements are made and other data collected at remote or inaccessible points and transmitted to receiving equipment for monitoring. The word is derived from Greek roots: tele means remote, and metron means measure. In the communications world of Media Telemetry all dynamic audience data is accessible and configured to enhance business strategy for growth, creative brand communications and media planning & buying optimization.

Therefore, our definition of Telemetry Media is the media channels that deliver the telemetry data to help better inform smarter marketing, media planning and buying.

  • Maserati use telemetry data from the racetrack in a marketing campaign to measure the passion of driving their racing car including; engine sound, speed, the driver’s heart rate and adrenalin (click here for a short video of using telemetry data to measure ‘passion’)

As part of this change, Marketing and Media are adopting more technology for data insights. Innovation in technology is often combined with higher degrees of data generation – as we have just seen with Maserati. It is imperative for brands to deploy more technology and generate more valuable data for adapting to changing consumer needs and motivations. Critically, brands must be aware of technology being adopted in different timeframes and with varying levels of expectations – all graphically represented by Gartner’s Hype Cycle:  

Garters Hype cycle

Implications of the change for advertisers:

The media benefits are abundant – real time and near-real time behavioural and transactional data to analyze customers’ needs, motivations and actions in a hyper-connected network economy is a reality. ‘There are solid reasons underlying our optimism,’ declares Eric Schmidt in his book ‘How Google Works.’ The upbeat outlook is fueled by an explosion of data coupled with a free flow of information.

  • Real-time data sources are numerous now and include; location, weather feeds, population counters, financial stocks and commodity prices, airline flight tracking, water supplies and of course, online audience ID tracking data such as cookies and logins. The Internet of Things consisting of machines and wearable technology, which now has an estimated 16 billion connections in a global population of 7.5billion individuals, adds to the brontobytes of data to be analyzed (1 followed by 27 zeros!) by Marketers across the globe

Moreover, a data rich world empowers marketers to move away from historical consumer surveys and panels for insights to using real-time or near real-time data for media campaigns. The key to using Telemetry Media successfully is to capitalize on all live data sources – data that is generated by consumers’ digital behaviors in real-time and near real-time as Users go about their everyday online activities across all devices.

Telemetry data provides two roles to enhance Marketing and Media:

telemetry data

  • Firstly, the data helps to generate consumer insights in real-time / near real-time.

The data is based on actual behaviors – both online and offline – plus transactional behaviors that can provide a much deeper understanding of individual customers. These telemetry insights are hyper-relevant and a world away from consumer surveys and panels

These are some sources for Telemetry Media insights; Search behaviour, Social Media interactions, Online customer actions measured by attribution modelling, brands’ website analytics, TV viewing synchronization with dual screen online behaviours, Publishers user login data e.g. Facebook, plus the live and dynamic data feeds covering weather, sport, finance location and so forth

  • Secondly, targeting is significantly improved via digital and programmatic audience buying technology. Prospecting and re-targeting at the audience level – using DMPs and DSPs – is effective in delivering results and is cost efficient

For enhanced targeting in Telemetry Media, Marketers can deploy; Programmatic audience data using anonymous User ID data (cookies), Media campaign data for live campaign analysis e.g. ad-server data, Location data for geo-location and geo-fencing mobile targeting, transactional behaviours via offline cookie matching using a data management platform e.g. Zipline, machine learning where there no fixed data sets, just true & pure prospecting, and ultimately, Digital audience data that has been appended into a data management platform

In conclusion, a Telemetry approach inspired by elite sports provides a data-based focus for Marketers. Brands can capitalize on real-time and near real-time data to derive smarter insights based on behaviours and to compliment this with more accurate audience targeting.